An attribution window defines the time between an advertising interaction and a purchase that can receive advertising credit. A purchase ten days after a click may fit a 14-day window but fall outside a seven-day window, subject to the campaign's attribution rules.

Do not assume every Amazon campaign lets you choose freely between seven, 14 and 30 days. Identify the campaign type, advertiser type and report before comparing performance.

Check the window behind the metric

Amazon's current conversion-metric guidance maps Sponsored Products base metrics to a seven-day lookback for sellers and 14 days for vendors. It describes 14 days for other campaign types, with exceptions such as flexible click and view windows in Amazon DSP. Amazon's metric guidance.

Record the definition applied to your actual export. A familiar column label is not enough to establish that two reports measure the same thing.

Check	Record alongside the export
Campaign and advertiser	Advertising product; seller or vendor where applicable
Interaction	Click-only, view-only or combined attribution
Product scope	Promoted products, halo products or an inclusive total
Time	Reporting dates, time zone and export timestamp
Currency	One consistent currency for spend and sales

Worked example: reporting change or better performance?

This example is hypothetical. A campaign has £100 spend. One reporting basis includes £200 sales; another includes £250.

• First basis: ROAS = £200 / £100 = 2.0; ACoS = £100 / £200 = 50%.
• Second basis: ROAS = £250 / £100 = 2.5; ACoS = £100 / £250 = 40%.

That arithmetic does not demonstrate additional purchases or a better bid strategy. The reporting basis changed. To evaluate an operational change, compare consistent definitions and retain an unchanged comparison group where practical.

Why yesterday's advertising sales can change

Conversions can arrive after the first export. Amazon explains that reporting can assign them to the ad-interaction date rather than the purchase date. This is one reason an advertising report and an order-date sales report need not match day by day. Amazon campaign metrics.

For your weekly review, save the reporting period and export time together. Re-export the same period after its conversion window and reporting delay have passed. Distinguish an unavailable report from a report that successfully returned zero sales.

Amazon Attribution is a separate measurement service

Amazon Attribution measures how off-Amazon marketing contributes to shopping activity on Amazon. Its official product guide describes a 14-day attribution window. It is not a universal window setting for Sponsored Products. Amazon Attribution.

Likewise, the 12-month new-to-brand history check classifies a shopper; it does not make the ad-attribution window 12 months. Read the NTB sales definition and calculation example.

Before adjusting bids

1. Check that both periods cover the same account, products, currency and interaction scope.
2. Mark recent reporting as provisional where later conversions can still change it.
3. Keep total business sales separate from ad-attributed sales. Do not add one to the other.
4. Evaluate contribution margin alongside advertising efficiency.
5. Write down what you changed and when you will review the result.

Does a longer attribution window create more sales?

It can change which purchases qualify for credit. It does not itself cause shoppers to buy.

Can I add click sales and total sales?

Not if the total already includes click sales. Check the report definitions before combining columns.

Is a high ROAS enough to prove profit?

No. Costs and fees still matter. Calculate break-even ACoS using your own economics, then compare ACoS, ROAS and TACoS on a consistent basis.

Related Arctavia resources

Use these supporting pages to compare Amazon PPC operating models and implementation choices.

• Amazon Ad Rejections: Check Claims, Images and Destinations
• Amazon Ads ACoS Suddenly Increased: What to Check First
• Amazon Ads ML Bid Review: Guardrails Before Aggression
• Amazon PPC Automation: Data, Decisions and Operating Controls
• Amazon PPC Automation Migration Checklist
• Amazon PPC Automation vs Agency: Which Operating Model Fits Better?